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1. Introduction
2. Outline
3. Retro view
4. Has it really come to this?
5. Sponsorship strategy
6. AIB's sponsorship strategy model
7. A simple golden rule
8. A not so simple golden rule
9. The model partnership
10. What about sport
11. Remember relevancy
12. AIB's sponsorship of the Ryder Cup
13. Initial rationale (1)
14. Initial rationale (2)
15. What about the "community focus" strategy?
16. Strategic objective - be relevant
17. Relevant to our brand
18. Breaking through the clutter
19. The message and target audience
20. The target audience
21. Communications plan
22. The visual thread
23. Strobie guy
24. Strobie outdoors
25. Strobie in Heathrow tunnel
26. Strobie - usual media outlets
27. Epic Ryder Cup - tv commercial
28. Strobie - press applications
29. Press adds in situ
30. How do we keep it relevant?
31. Experiential
32. Media launch
33. Launch coverage
34. Regional roadshow
35. Giant golf ball - Jeep convey
36. Relevant to our business
37. Relevant to our customers
38. Corporate guest invitations
39. Bringing it local
40. Golf club competition (1)
41. Golf club competition (2)
42. AIB's Christy O'Connor website
43. Staff
44. Total staff involvement
45. Staff communications
46. Local branch golf classics
47. Staff presence at event
48. Did this sponsorship work?
49. Customer's objectives
50. Website
51. Rich media internet advertising
52. Sponsorship resulted in a positive affinity with AIB
53. AIB achieved high awareness ratings
54. AIB wins the 2006 Ryder Cup!
55. Examining relevancy
56. Thank you

Topics Covered

• Sponsorship strategy
• The model partnership
• AIB and the Ryder Cup
• Rationale
• Strategic objective
• Communications plan
• The visual thread
• Localizing communications and keeping it relevant
• Regional Ryder Cup roadshow
• Relevancy to customers
• Relevancy to staff
• Results

Links

Series:

• Sponsorship

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on February 25, 2009